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Creative Presentation | November 13, 2019

Trusted Choice

2Trusted Choice | Creative Presentation | November 13, 2019

Agenda • Introductions - Who is Grafik?

• Methodology

• Creative Directions

• Discussion

• Next Steps

Grafik Snapshot

Located in ALEXANDRIA, VA

since 1978

BRANDING AND MARKETING

ConsumerBusiness

Government

35 CREATIVES & STRATEGISTS

700+ INDUSTRY AWARDS

CORE SERVICES

Strategy Getting to the core of your organization’s unique value

Research & Analysis Target Definition &

Persona Development Brand & Mantra Development

Creative Building visual and verbal consistency

Logo & Visual Identity User Experience

Positioning & Messaging Marketing & Advertising

Engagement Nurturing, conversion,

and results

Creative Implementation Digital Development

Experiential Measurement & Optimization

Trusted Choice | Creative Presentation | November 13, 2019

Select Clients

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Immersion

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M E T H O D O LO GY

We began by absorbing the findings gathered over the years by the Big I, supplemented with some additional research around attitudes and behaviors among target audiences, including: internal

externalindustry

1. Online Survey & Existing Personas

2. Board Member Interviews

3. Audit of Industry Messaging

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M E T H O D O LO GY

Findings from Initial Research

• Across demographics and business lines, cost remains the most important consideration when purchasing insurance

• Those who have purchased insurance through an independent agent in the past see “personal customer service” as the greatest benefit

• Hierarchy of messaging by business line can change to reflect unique considerations

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M E T H O D O LO GY

Highlights from Online Survey

10%12.5%12.5%

25%25%27%32%

60% Personal customer serviceCompetitive pricingSave timeUnbiased adviceBetter coverageFlexibility to switch carriersThere is no benefit Specialized (e.g., houseboat)

5%

19%22%

25%29%

66.5%

Cos

t

Cus

tom

iza

tion

Bra

nd

loya

lty

Loca

l p

rese

nce Oth

er

Ease

Most important factors in choosing current insurance policy

Perceived top benefits of purchasing through an independent agent.

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M E T H O D O LO GY

Findings from Board Interviews

• The importance of advice, versus simply options, should come through loud and clear

• We are speaking to people who don’t have the time or understanding to make smart insurance decisions without the advice of an expert

• Consumers do not differentiate between captive and independent agents

• Trust is less credible within the strictures of a top-of-the-funnel digital campaign

• The primary audience we are targeting has already made the decision to deal with a human being, and values the agent (advisor)/customer relationship

• Choice can be a differentiator when carefully defined and paired with informed advice

• Policy types are secondary to the independent agent experience

M E T H O D O LO GY

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Any execution should highlight the personalized packages and better customer service already credibly perceived as an advantage by those who’ve dealt with an independent agent. That perception supports the unique positioning of Trusted Choice agents as skilled advisors who fully capitalize on their ability to compare all options prior to making a recommendation.

Overarching takeaway

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Creative Approaches

Trusted Choice | Creative Presentation | November 13, 2019

Direction One

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Made You Laugh

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C R E AT I V E A P P R OA C H : D I R E C T I O N O N E

Made You Laugh

Critical to any marketing campaign is finding a way to consistently stand out from your competitors. There are also rare times when you can “draft” (in the NASCAR sense) on the greater media buy of others, especially if there is a similarity to the approaches within an industry. That is the case today. Humor is used smartly and to great effect in much insurance industry marketing. We can use this to our advantage by gently poking our own fun at this approach while putting forward the advantages of Trusted Choice personalization.

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M A D E YO U L A U G H : H O M E / A U TO / L I F E

1 4

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M A D E YO U L A U G H : H O M E / A U TO / L I F E

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Photo FPO: Her expression changes from smiling to dismay as she looks at her mobile device.

Photo FPO: Her expression changes from smiling to dismay as she looks at her laptop.

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M A D E YO U L A U G H : S M A L L B U S I N E S S

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Direction Two

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The Big Picture

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C R E AT I V E A P P R OA C H : D I R E C T I O N T WO

The Big Picture

Ads are more memorable when message and technique—the explicit and the implicit—are aligned. In the following execution, we make the high-level case for independent insurance agents providing value through their ability to see “the big picture.” This lays the foundation for deeper messaging whose proof points of knowing the local community, taking the time to learn the client’s specific situation, and having the freedom to choose from all options, results in recommendations truly customized to clients’ needs.

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T H E B I G P I C T U R E : S M A L L B U S I N E S S

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T H E B I G P I C T U R E : H O M E / L I F E

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T H E B I G P I C T U R E : M O O D B OA R DS

In addition to the animated examples shown, we have included mood board examples of The Big Picture scenarios to illustrate the extendability of the campaign, especially to the different product lines.

These are not the images that will be used in the campaign, but rather examples of situations we would stage and shoot for use in both digital and broadcast executions.

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T H E B I G P I C T U R E : M O O D B OA R DS

Small Business

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Home/Life

T H E B I G P I C T U R E : M O O D B OA R DS

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Home/Life

T H E B I G P I C T U R E : M O O D B OA R DS

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Home/Life

T H E B I G P I C T U R E : M O O D B OA R DS

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Auto

T H E B I G P I C T U R E : M O O D B OA R DS

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Auto

T H E B I G P I C T U R E : M O O D B OA R DS

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Next Steps

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Next Steps • Concept approval

• Determine final scenarios

• Production for digital, broadcast, radio, and print

• Q1 target launch